Project Description

Established Commercial Real Estate Firm

The Client

Our client – an established, highly regarded commercial real estate firm – provides a wide range of services including development, construction, property management, and building services. The firm, which works with numerous major national corporations, as well as various government agencies, has won numerous industry awards over the course of its 50-plus years in business.

The Challenge

When a government agency alleged that our client was responsible for building a public structure that contained defects making it potentially unsafe, Weiss PR was engaged to help them restore their formerly stellar reputation. Complicating the situation was the fact that the government agency had been attacking the firm publicly for more than a year before we were retained to handle crisis communications. During that time, our client felt it was in their best interests not to engage with the media or defend its actions publicly.

As a result of our client’s determination not to debate the issues surrounding the project, media coverage only provided one side of the story, namely that of the responsible government agency. That led the media – and the public – to conclude that the charges leveled by the government agency must have some validity. Gradually, this almost daily barrage of negative coverage began to take its toll on the firm’s other business, as prospects and clients shied away, concerned about being too closely associated with the firm. In the words of the firm’s CEO, the firm “was beginning to die.”

The Solution

Working in conjunction with the legal and public affairs teams, we developed an aggressive campaign designed to bring balance to the public perception of the project by shedding light on the actions and inactions of both the government agency and the other companies involved in the project. We recommended positioning the firm’s CEO as spokesperson because we felt that his straight-forward approach and strong record of community involvement would make him a respected and authoritative, yet sympathetic figure with whom the public could identify. We developed readily understood messaging which cut through some of the more complex issues surrounding the project while addressing inaccuracies which had been accepted as fact. Given the CEO’s lack of experience in dealing with the media, we ruled out doing a news conference and opted instead for one-on-one interviews which allowed his personality to shine through. Finally, we decided our client should always be available to the media, providing insights on the project while enabling the media to better understand the role of each of the parties.

The Results

As might be expected, our client’s willingness to finally talk to the media and explain his firm’s position garnered a great deal of attention. While perceptions did not change overnight, media coverage gradually began to shift from negative to neutral to positive. The media began questioning others involved in the project, raising hard questions which had not previously been asked regarding the role each of the parties played. Reporters also expressed their appreciation for our client’s willingness to make himself available. As coverage began to shift, we launched a stream of positive publicity about other projects being handled by the firm, as well as information about its active role in the community. Gradually, our client’s reputation was restored as both the media and the public began to disassociate the firm from the problems plaguing the public structure.

What Our Clients Say

"Weiss PR enabled my company to create the brand awareness that led to a very successful acquisition. Weiss PR are results-oriented professionals with terrific attention to detail, personal drive, and enthusiasm. They are never short on creative ideas and always a pleasure to work with. They'll put your company on the map."

Jerry Heneghan, President, Virtual Heroes

"Weiss PR is responsive, detail-oriented and care deeply about helping to create success for their clients. They have played a significant role in helping my organization move to the next level!”

Neil Davis, Director of Entrepreneurial Development, TEDCO

“I had the pleasure of working with Weiss PR on a number of assignments and have always been impressed with their creativity, experience, and integrity. Their knowledge of the media and list of contacts are extensive, and they develop and implement plans and programs that yield terrific results.”

Marcy D. Baer, Marketing Manager, K12 Enterprise

“Weiss PR has always been professional and immediately attentive to my business needs. Their work on my companies’ behalf has produced exceptional results. I would strongly recommend Weiss PR for any public relations matters you may have.”

John Unitas, Unitas Management Corporation

“Our key objective with selecting Weiss PR was to gain more media attention for our product and services through interviews and article placements. They have succeeded for us by learning our business and diligently pitching us to the media.”

Anne Carpenter, VP Marketing & Sales Support, Evolution1

“Weiss PR’s expertise, counsel, and service have enhanced our professional image and educated the public about our values, strengths, and qualities – resulting in opportunities to grow. They possess a wealth of PR knowledge from how to handle media questions and interviews to maximizing positive impressions to finding opportunities for telling our story.”

Deane Elek, Director, Benefit Advisors Network

"Weiss PR understands the needs of key audiences and helped guide our company in transforming perceptions regarding commercial real estate redevelopments along the Eastern Seaboard. Their candor, ability to deliver results, and attention to detail are unmatched. I would recommend Weiss PR in any environment – from top level strategy to implementation of public relations campaigns."

Joel Reuter, Former Communications Director, Duke Realty Corp.

We have worked with Weiss PR on a number of public relations projects, and they have always been a pleasure to work with. They take the time to listen and really understand your business and your goals. They are focused, committed, and high energy.”

Peggy Young, Vice President of Marketing, SECU Credit Union

“Ray Weiss is the Brooksie and Johnny U of Baltimore PR. Work with Weiss PR and know the project will come out better than planned. When they call and say "I've got a story...," I say "Yes" without hearing it, because I know and trust Weiss PR.”

Jamie Costello, Anchor, WMAR-TV 2

“As a magazine editor, I really appreciate the high level of professionalism at Weiss PR. They come to me with article ideas that are perfectly suited to my publication. Better yet, they deliver on every promise. The articles they send me are always timely, well-written and on target. Everyone at Weiss PR is a pleasure to work with. Among the many PR firms I’ve worked with, they are the absolute best.”

Martin Carr, Managing Editor, Health Insurance Underwriter

“Weiss PR are very skilled in executing strategic and tactical PR initiatives. More than just getting media placements, they provide big-picture thinking and an attention to detail that yields the desired results every time.”

JoAnn Peroutka, Founder, Educe

“Our work with Weiss PR meant our project had a constant presence in front of the audiences that mattered to us – the community and local elected officials. Weiss PR not only provided the strategy at the beginning of our engagement – and used that to guide our PR efforts throughout the duration of our project - but also was aware of the many nuances specific to our project and came up with appropriate strategic and tactical recommendations. This helped us meet our goal of attaining County zoning approval with broad community support.”